Emart Strengthens Eco-Friendly and Value Consumption Brand 'Jayeonjuyi'

The Natureism Mapo branch, which has undergone a renewal. (Photo by Emart)

[Asia Economy Reporter Jeon Jinyoung] Emart is stepping up efforts to strengthen its eco-friendly and value consumption brand 'Jayeonjuui' (Naturalism).

According to Emart on the 10th, Jayeonjuui has been offering a processed private label (PL) developed with value consumption in mind?from raw materials to manufacturing processes and packaging?since July, currently operating 25 products, and recently began renewing existing products.

First, fresh food product lineups have been expanded while obtaining the Fresh Center's eco-friendly agricultural product handler certification. As a result, Jayeonjuui, which maintained sales at a level similar to last year in the first half of this year, saw a 10% increase in sales from July to October, when efforts to strengthen product competitiveness began in earnest.

With the introduction of various products minimizing additives and processing, new customers are also increasing. In fact, about 30% of customers who purchased Jayeonjuui processed PL products from July to the present had no purchase history of Jayeonjuui processed products in the previous year. The representative popular product is the ‘Jayeonjuui Jinsim Samgyetang’ made with antibiotic-free chicken and organic glutinous rice without synthetic additives. The ‘Jayeonjuui Organic Sikhye’ also gained great popularity, accounting for more than half of Emart's total sikhye sales in the first three weeks after its release in August, coinciding with the Chuseok holiday.

Along with this, Emart has been renewing existing Jayeonjuui products since last month. Organic and pesticide-free white rice was selected through a blind test in collaboration with a chef from Peacock Secret Lab, and about 20 types of nuts will switch from plastic containers and vinyl packaging to paper packaging.

Emart stores are also being renovated. The interior is completely renewed with warm lighting, wood-tone structures, and Jayeonjuui-exclusive fixtures to change the atmosphere, and branding is strengthened by placing notices that convey the Jayeonjuui brand philosophy.

Emart Jayeonjuui plans to continue focusing on product development and store renewal. This month, new products such as ‘Gaba Instant Rice’ made from organic Gaba rice and the snack ‘Glutinous Rice Gimbugak’ made with organic ingredients will be launched, and following the renewal of the Mapo branch last month, the Seosuwon branch Jayeonjuui will also be renewed and reopened next month.

Choi Inyong, buyer for Emart Jayeonjuui, said, “As customers who value value consumption and healthy eating habits continue to increase, Emart plans to actively nurture the Jayeonjuui brand,” adding, “We will further enhance customer accessibility to value consumption through product development and store renewal.”

This content was produced with the assistance of AI translation services.